In this episode of Counsel Cast, host Karin Conroy welcomes Jason Fishman, CEO of Digital Niche Agency (DNA), to explore how law firms can borrow proven marketing strategies from the world of investor acquisition. Jason shares how his team has helped raise hundreds of millions in capital by focusing on premium audiences, strong creative strategy, and data-driven funnels, and why those same principles can transform how law firms attract clients.

Through their discussion, Jason breaks down how to market like you’re raising $10 million: start with a system, not a guess. He outlines his Eight-Point Plan, a framework that blends research, competitive insight, and creative messaging to help firms attract high-value cases and scale sustainably.

Together, they dive into what separates vanity marketing from strategy, how to use social proof that actually converts, and why most firms stop short of the most profitable part of the funnel: the follow-up.

📌 You’ll learn:

• How to market your law firm like a scalable business, not a side project
• Why numbers alone don’t drive growth – creative does
• Jason’s Eight-Point Plan for building a strong marketing foundation
• How to use competitor audits to outsmart (not outspend) your competition
• The anatomy of an ad that stops the scroll and builds trust
• Why landing pages outperform websites and how to design them for conversions
• The simple funnel framework that turns one-time cases into repeat clients
• Common mistakes law firms make with digital campaigns, and how to fix them
• How to set meaningful KPIs and test your way to scalable success

💡 Featuring:

• Real-world parallels between investor marketing and law firm growth, examples of high-converting funnels, and insights on creative testing, content cadence, and building brand trust online. Jason also explains why consistent content follow-up is the secret weapon of every high-performing firm, and how to turn your marketing from chaotic to compound.

Karin and Jason give listeners actionable tips on:

00:43 Why referral-only marketing is still marketing (and why it’s not enough)

02:04 What if law firms marketed like they were raising $10M?

06:45 Understanding acquisition costs and benchmarks that make sense for firms

10:15 How creative drives conversions (and why numbers aren’t enough)

11:30 Jason’s Eight-Point Plan: from industry overview to audience personas

14:00 How to ethically research competitor campaigns

17:10 The “Test, Optimize, Scale” method for smarter marketing decisions

19:10 Building client personas that drive emotional resonance

21:00 Using visuals, numbers, and trust signals to make your ads click

23:45 The 3-1-3 Method: say more with fewer words

26:00 Why social proof matters more than ever in legal marketing

29:30 Mapping your funnel from awareness to advocacy

32:00 The follow-up sequence most firms skip (and how to automate it)

34:00 Creating meaningful weekly content that nurtures leads

36:30 Why emotions drive even the most logical client decisions

38:15 How to avoid burnout and short-term thinking in marketing

41:00 Diversifying your marketing “lanes” and traffic sources

42:00 Book Review: The E-Myth by Michael E. Gerber – why systems build freedom

46:00 How to start: creating your own “algorithmic roadmap” for firm growth

Resources mentioned in this episode:

• The E-Myth: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber
• SimilarWeb (competitor traffic insights)
• Test, Optimize, Scale Podcast with Jason Fishman

Connect with Jason:

• LinkedIn: https://www.linkedin.com/in/jafishman/ 
• http://digitalnicheagency.com 

Connect with me

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• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com